DIETORELLE
Running a prize competition by telephone

Consumers took part by calling a dedicated telephone number. Participants were asked questions regarding the Dietorelle TV commercials, and those who answered correctly were entered into a prize draw. In addition, by adding further information using the telephone key-pad (sex, year of birth, post code, etc.), consumers confirmed their interest in future events.

Reflecting the simplicity of interaction and the rapidity of the telephone medium, over 500,000 calls were processed during the promotional period.

A further benefit of the operation consisted of gathering data on the degree to which the TV commercials had been memorized, and the compilation of a profile database of the participants, ideal for further communication and promotion activities.